John Richmond, the rock-meet-punk pret-à-porter and premium jeans brand founded in the 1980s by the British designer, is back with a series of new projects and global initiatives not only focused on fashion, but on a wider scope of worlds, including, store openings, hotellerie, and underwear.
John Richmond is now sold to about 300 stores worldwide and has already opened two mono-brand stores–one in Milan, in Via Ponte Vetero, and one in Dubai–to be soon added by a third one in Malaysia, Kuala Lumpur, to open between September and December 2023.
Back to its roots
Within the February 2023 edition of Milan Women Fashion Week, the designer presented a capsule collection inspired by his own origins, though reinvented with a very rock and punk identity according to a modern attitude.
An X factor for success
Another project that featured the designer was the launch of Richmond X presented at Pitti Uomo in Florence in January 2023.
The new brand represents a streetwear-minded and experimental evolution of John Richmond in a contemporary key. It is a line designed to engage a younger consumer, with a very strong stylistic identity and a differentiated distribution from the main line.
Why underwear counts
Another new project, and innovative retail concept, was the recent launch of the John Richmond Underwear Vending Machines.
Three main styles will characterise the John Richmond Underwear vending machines: one carries prints of a shiny wrapped ribbon, another one is decored with multicolor spray effects with all over logos, and a third one is covered with graffiti decors.
The group will position 50 vending machines in 2023 to grow to an estimated 150 ones in 2024 in some of the most important meeting points in the world. Among them, there will be airports in key cities like Amsterdam Schiphol, Rome Fiumicino, Milan Linate and Malpensa and Zurich. Along with them, there will be others at Milan Central Station and Grand Central Terminal in New York.
John Richmond on the beach
Among other projects, in summer 2022, the brand also debuted an a hospitality project–John Richmond x The Cone Club. The designer started an exclusive collaboration with The Cone Club in Sardinia, Costa Smeralda, Italy, and created a dedicated pop-up store and customised beach lounge at the beach club that belongs to new 7Pines Resort, as part of its of a private beach club also hosting an exclusive restaurant, where fun is combined with excellent cuisine, good music and an informal atmosphere.
The brand's selection also offers John Richmond JR, a kidswear collection, and John Richmond shoes, run by the specialised Rodolfo Zengarini shoe manufacturer.